LG Launches Groundbreaking OLED TVs at CES Ahead of Price Drops

On the eve of unveiling its 2014 line-up of OLED models, LG is reviewing the NZ pricing of its first, curved display that went on sale here late last year for $17,000.

In Australia this week, the 55-inch TV dropped $4K in price, to $A8000 at selected Harvey Norman stores.

But in NZ, where LG is marketing the premium technology through the Noel Leeming chain, the RRP is still a hefty $15,000.

It also remains obscured from most consumers’ eyes. When I reviewed the 55EA9800 in December, LG was looking to expand its showroom presence south of Auckland.

But that still seems to be a work in progress, with no sign of the OLED TV in Noel Leeming’s flagship Wellington store (although it can be ordered from the company’s website).

LG has just announced at the Consumer Electronics Show in Las Vegas that it’s taking the curved display to the next step, with the world’s first flexible OLED TV.

With the 77-inch display, the viewer remote controls the curvature of the screen for optimal viewing.

“With the introduction of the Flexible OLED TV, LG now has achieved a major grand slam, having introduced its share of world firsts in the OLED TV space — flat, curved and now flexible,” the company said in a statement.

It will go on show tomorrow at LG’s CES booth, along with a range of new 55- and 65-inch OLED displays with 4K resolution.

Here’s the full release:

Visitors to LG’s CES booth (Las Vegas Convention Center Central Hall #8204) will have the opportunity to see the new 77-inch class ULTRA HD CURVED OLED TV (77.0-inches measured diagonally, model 77EC9800), along with various new 55- and 65-inch class OLED TV models (54.6- and 64.7-inches measured diagonally). Also on display will be the elegant 55-inch class GALLERY OLED TV (model 55EA8800) and the CURVED OLED TV (model 55EB9600) designed with the environment in mind.

“All of the exceptional OLED models we’re showcasing at CES 2014 offer the ultimate in picture quality and refined, modern aesthetics,” said In-kyu Lee, Senior Vice President and head of the TV Division at the LG Electronics Home Entertainment Company. “Driving the evolution of television into the next generation, LG will continue to employ its technological and design expertise to bring impressive OLED TVs to market.”

The color temperature of each pixel on the enormous 77-inch class display is automatically controlled by the LG Color Refiner, resulting in superior consistency and balance. The TV’s contrast ratio is adeptly managed by the company’s High Dynamic Range (HDR) algorithm. The striking ULTRA HD CURVED OLED TV also boasts the eye-popping visuals of ULTRA CINEMA 3D. Thanks to film-type patterned retarder (FPR) technology and Ultra HD resolution, viewers will marvel at convincing 3D effects.

For more high resolution viewing options, the 77EC9800 has been equipped with LG’s own Tru-ULTRA HD Engine Pro, which can upscale SD, HD or Full HD content into breathtaking near-4K picture quality. The results are rendered even more seamless due to the error-correction capabilities of the enhanced super resolution algorithm to help prevent blurred image from the upscaling process. The TV also incorporates Motion Estimation Motion Compensation (MEMC) to make the onscreen action appear smoother, clearer and more realistic.

The 77EC9800 series also will incorporate LG’s latest smart TV platform, enabling consumers to enjoy a refreshingly simple and intuitive user experience.

Creative Concepts, Award Winning Designs

Beautiful to behold, hidden behind the elegant frame of the GALLERY OLED TV is the Canvas Speaker, a powerful 2.2 channel, 100W forward-facing setup that provides a superb auditory experience. And the artistically inspired EA8800 can make an average living room feel like an actual art gallery.

The unit’s unique eGallery feature provides a variety of display modes that can be activated to create a specific mood. For instance, Gallery Mode turns the TV into a picture frame displaying some of the world’s most famous works of art while Healing & Remembering Mode helps to create a warm and inviting atmosphere through mood-lifting sounds and images. The GALLERY OLED TV was honored with a CES 2014 Innovations Award.

LG’s latest CURVED OLED TV, the 55EB9600, is a highly efficient, display designed with the environment in mind. Demonstrating the company’s commitment to responsible manufacturing, the model is made with more recyclable materials and considerably fewer parts than its predecessor. Lightweight and energy conscious, the 55EB9600 has received a CES 2014 Eco-Innovations Award.

Investing in the Future of OLED

To meet the demands of the burgeoning OLED TV market in each region of the world, LG has established production bases in a number of countries. The company has already completed the construction of manufacturing plants in Brazil, Poland, China and Thailand. A new facility in Mexico will commence operations this year, producing OLED TVs for North American markets.

Through the creation of a large-scale worldwide OLED TV production system, LG has established a strong foothold in the next-generation of TVs. With strategic bases servicing local and surrounding markets, LG aims to reduce export costs and increase price competitiveness.